Exhibitors Herald (Jan-Mar 1921)

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January 29, 1921 EXHIBITORS HERALD 101 THEATRE EQUIPMENT Equipment Progress Every exhibitor who contemplates the remodeling of his theatre or the erection of a new one, should make it his business to carefully investigate what the equipment industry has to offer, in the way of new and improved equipment. Individualism is a strong asset in showmanship and is just as fully expressed in the furnishings and lay-out generally of the theatre as it is in the exploitation of a picture. There are any number of cases of this individualism of expression among the exhibitors of this country. The sumptuous, costly homes for the cinema already in operation and under construction but typify the individualism of the exhibitor back of the project. And the equipment industry makes possible this reflection of the personality and ideals of the exhibitor in his theatre. * * * There is now on the market a revolving theatre chair which permits, with less disturbance to the audience, access and exit. It resembles in principle the chair used in railroad chair cars. The long-legged and "pet corn" motion picture fans might find it a particular boon while the public in general, no doubt, would derive considerable comfort. * * * Thought given to equipment is not wasted time. The public demands comfort with its entertainment. Cinema Camera Now Adaptable for Theatre Use Excessive Cost and Difficulty of Operation Have Been Eliminated in Last Few Years By CHARLES BASS It is only in recent years that the motion picture camera has been adaptable for general and theatre use. There were many objections because of the following obstacles: The excessive cost of apparatus; the difficulty of operating by the average amateur, and the difficulty of obtaining developing and printing at prices within reach. This has all been eliminated in the past five years by the wonderful strides in cinematograph camera construction and the numerous laboratories for the developing and printing of film. The modern motion picture camera is so constructed that anyone with a fair knowledge of photography can positively produce pictures which may be shown in a theatre. They will be steady and free from flicker. Operation of Camera The operation of a motion picture camera as made today simply consists of the following: Threading the film similar in every way to threading a projector with the sensitive side of the film facing the lens. After the camera is threaded, turn the crank once or twice to test the take-up. Close the door of the camera and by means of a reflecting focusing device on the average camera, exact focus of the subject may be obtained. The nxet operation is to center the camera on the subject by means of the tilting and panoramic tripod, so that the picture will be even in the frame. Crank the camera with two uniform turns a second with an even regular cranking, so that the picture will not jump on the screen. Crank from elbow, holding the elbow on a level with the crank. Obtain Correct Exposure The next step is to obtain the correct exposure. Most cameras in use today have adjustable shutters for exposure. The average speed of a shutter when not adjustable is from l/32 to 1/45 of a second. This speed is equivalent to the shutter speed of a box Brownie, or the shutter speed of a kodak at 1/50 of a second. The shutter may be adjusted for higher speeds by simply closing down one leaf. The occasions when this should be done are rare. For instance, in photographing fast moving objects. The shutter should be closed down to a high speed so that motion is stopped and a clean cut exposure obtained. Outside subject entirely in open, diaphragm opening on the lens stop 11, shutter full opening. Subject in the shade of a building or on a shady side of the street or under trees, stop F:6.3. Dull day, cloudy, stop F:6.3 for subjects in open. Stop F:5.6 for subjects in shade. Late in the afternoon or in very dark places, stop F:3.5. Finishing Is Simple Thus it is plainly seen that with a little common sense pictures may be produced by anyone, providing the camera is of standard construction and will function properly. The question of finishing the film is very simple. Standard laboratories are located in all cities of any size. The writer will be pleased to inform anyone the nearest laboratory to their home town. The cost of developing film today is 2c per foot. Cost of making the print is 6c per foot. Titles from 8c to 15c per foot. Cost of negative film is 4^c per foot. Thus, the total cost of the film is lZyic per foot. The only problem for the theatre is "what to take." The point of first importance is to make the local film pay. This is a very easy matter regardless of the interest standard feature film holds. A strip of film with local interest will CHARLES BASS President Bass Camera Company